About Newt-Lab
A brand builder setting the standard for health
Newt-Lab is a food brand builder founded in 2022. Grounded in functional foods and inner beauty, we build nutrition brands for every stage of life — from kids to seniors. One brand exit, one category created — and a third brand on the way.
Founder
Standards set by a nutritionist
CEO Minji Kim is a licensed nutritionist with a degree in food and nutrition. Working as an elementary school dietitian, she saw children's irregular eating habits and nutritional imbalance every day — and confirmed that high-sugar, low-nutrition snacks were a major cause.
A parent survey surfaced three clear pain points: refused breakfasts on busy mornings, supplements rejected for being bitter or fishy, and pills children simply can't swallow. "What if a food could replace supplements — tasty every morning, and still covering the five key nutrients?"
That is why every Newt-Lab product starts with nutrition design. The founder sets the standards for ingredients and formulation herself, and only products that pass become brands.
Market
The market is already waiting for an answer
₩25T
Global kids' cereal market (TAM)
₩260B
Korean kids' health-food market — up 52.2% in 4 years
30%+
of growing children are iron-deficient (KDCA)
78% of parents worry about their child's nutrition, yet 73% fail at supplementation. A product kids don't refuse that still meets the standard — Newt-Lab is filling that gap first.
Proven Impact
Standards proven in numbers
₩1B
revenue Jan–Aug 2026 · +1,450% YoY
#1
Naver & Coupang 'CalMagD cereal' category
17%
repurchase rate · 4.86 avg. rating (3,783 reviews)
100%
daily vitamin D per serving (iron 75% · calcium 73%)
633%
the protein of leading cereals (77% less sugar)
6 countries
export pipeline — Thailand $60K MOU · US H Mart test
A conservative food market dominated by conglomerates. Newt-Lab built a new standard with 88% Korean brown rice, plant protein, and a proprietary puffing process — starting with kids, redesigning nutrition standards for every stage of life.
Team
It all happens in here
From nutrition design to sales, every step of building a brand lives inside this team. Nothing waits on an agency, so decisions are fast and execution is precise.
All 7 stages in-house — from idea to revenue, one team finishes it
CEO · Head of R&D
Licensed nutritionist in food & nutrition — designs every formula directly
Head of Operations
Business planning & AI-driven operations — runs the company on data
Head of Marketing
680% ROAS proven at a major pharma — certified search-ad specialist
Head of Content
Full-stack creator — 21M cumulative views
Brand Design (Partner)
Ex-Shinsegae designer — major food brand packaging portfolio
History
Milestones
2022
- FoundedNewt-Lab founded
- GovSelected — FOODPOLIS youth food pre-startup program
- PrivateSelected — Hana Social Venture University, top pre-startup team
2023
- LaunchLaunched first brand 'Wake-up Call' (zero-sugar protein cereal)
- Funding~700 pre-launch backers — market validated
- TMWake-up Call trademark registered
- GovSelected — FOODPOLIS follow-up, outstanding company
- CitySelected — Seoul Food Startup Center, 12th resident cohort
- CitySelected — Gangdong-gu Haenaem Center resident company
2024
- TMKizzle Kizzle trademark registered
- ProductTwo years of R&D — custom puffing equipment designed in-house
- CitySelected — Seoul NextLocal youth startup program, 5th cohort
- GovSelected — SEMAS Local Creator program, 5th cohort
- CitySelected — Seoul Food Startup Center, outstanding company
2025
- GovSelected — Youth Startup Academy (Ministry of SMEs and Startups)
- B2GB2G supply of iron-fortified cereal to public institutions
- ExitWake-up Call brand exited — brand-building capability proven
- LaunchLaunched Brown-rice Oat Ring in 3 flavors (December)
2026
- Revenue₩100M monthly revenue within 1 month of launch
- Revenue₩1B revenue in Jan–Aug · +1,450% YoY
- Milestone#1 in Naver & Coupang 'CalMagD cereal' category
- Milestone100,000+ cumulative packs sold · 4.86 rating (3,783 reviews)
- RetailPop-ups at Hyundai & Shinsegae Department Stores
- ExportThailand $60K export MOU signed · US H Mart sample test
Recognition
Recognized by the government first
Long before the product shipped, Newt-Lab's standards passed public scrutiny. Selections by the central government, local authorities, and public institutions are the evidence.
- Youth Startup Academy — Ministry of SMEs and Startups
- Korea Food Promotion Institute — youth food pre-startup selection
- Korea Food Promotion Institute — follow-up excellence company
- SEMAS Local Creator program, 5th cohort
- B2G supply of iron-fortified cereal to public institutions
- Seoul Next Local youth startup program, 5th cohort
- Seoul Food Startup Center — 12th resident company
- Seoul Food Startup Center — excellence company
- Gangdong-gu Youth Center — resident company
- Gangjin Agricultural Co-op RPC contract farming partnership
- Hana Social Venture University — metro-region excellence company
- Kizzle Kizzle trademark registered (2024)
- Wake-up Call trademark registered (2023)
- Southeast Asia $60K export MOU signed
- US H Mart sample test completed
Social Value
Good products come from good structures
With farmers
Contract farming with Gangjin co-ops for Korean brown rice. Even grain once discarded for being underdeveloped is upcycled into a premium food.
Growth that shares
Regular product donations to orphanages, food banks, and senior welfare centers. Because every child deserves good nutrition.
What we leave out is a standard too
Sweetness from the ingredients instead of sugar, grain instead of wheat flour. When children are the ones eating, the bar goes higher.